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Edible oil manufacturer Ruchi Soya Industries has decided to go digital for Sunrich, its refined sunflower oil brand. Digital agency Phonethics was roped in, and though the agency has worked with several FMCG brands, it was the first attempt to design digital campaigns for an edible oil brand targeted at a specific market.
South India constitutes around 70 per cent of the sunflower oil category. Due to this, the brand has been focusing on the Southern geographies. The parent company has been in the business of edible oils for over two decades. Though Sunrich as a brand has been present in the market for more than 10 years, the focus on the brand started in 2014, with clearly defined propositions.
Saurabh Gupta, CEO of Phonethics, pointed out that one of the first things that people in smaller towns do once they get internet connectivity is create a Facebook profile.
“Using this core insight, we believed that the best way for the brand to reach their target audience was through Facebook," he said.
The challenge was to frame a compelling communication strategy that would connect with its target audience. The campaign had to also be relevant, topical, easy to execute and simple to participate in, he pointed out.
The primary objective of the campaign was to find an emotional connect and resonance with the audience. Another objective, and equally important from the brand’s perspective, was to create a campaign that could later turn into a digital property of the brand, he added.
Women in the age group of 22-45 are the brand’s primary target audience.
The agency chose to leverage the conversations around the International Women’s Day. A contest was devised that acknowledged the aspirations, needs and lifestyle of women.
Titled ‘I Am The Sun', the campaign was run exclusively on the Sunrich Facebook Page.
The response was overwhelming. Women wrote about their wishes and their aspirations. Women from over 50 towns and cities that included small towns such as Mandya, Aleppey and Kadaba participated.
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